Brand analysis and implications paper

Johnathon Davis
Professor Sauers

Brand Equity


Importance of brand equity
Social value
Revenue from Goodwill
Price negotiation power

Positive implications


Emotional connection with customers
Increase in profits
Competitive edge
Long term customer sustainability

Safety concerns


Safety concerns communicated
Community support
Local government support
Employee support

Negative implications


Social media negative reaction
Employees concerns
Operational concerns

Strategic communication plan


Communication needs
Mode of communication

Stakeholders Interest


Government agencies

Mode of communication
Mode of communication to customers via EMAILS and Social Marketing
Mode of communication to employees via meetings and emails
Mode of communication to government agencies via meetings


Impact of reopening


Impact of reopening to customers
Impact of reopening to employees
Impact of reopening to government agencies.

Functional departments


Marketing department
Safety department
Operational department

Roles and responsibilities


Marketing department roles and responsibility
Safety department roles and responsibility
Operation department roles and responsibility

Feedback from shareholder


Legal issues in reopening
Ethical issue in reopening

Frequency of meetings


Feedback from shareholders
Quarterly meetings
Annual meetings

Aaker, D. A. (2009).Managing brand equity. simon and schuster.
Hoover, C. (2010). The strategic communication plan.FBI L. Enforcement Bull.,79, 16.


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